AdWords Video Campaigns
About Video Campaigns data
Use auto-tagging for accurate dataFor accurate data in Google Analytics, you must use auto-tagging with your TrueView video ad campaigns. Manually tagged (custom) campaigns cannot be displayed in the Video Campaigns report. In other AdWords reports, manually tagged TrueView video ad campaigns display inaccurate clicks and no TrueView metrics (such as Website Clicks and Video Played to percentages).
Data differences between Analytics and AdWords
Conversions from TrueView video ad campaigns are attributed differently in Analytics and AdWords. The Video Campaigns report attributes conversions based on direct clicks from your TrueView in-stream video ads, and AdWords for Video attributes conversions based on ads being viewed. To get the best sense of overall conversion performance for your TrueView ads, we recommend using the Multi-Channel Funnels Google Display Network Impression Reporting pilot.
Additionally, in the Video Campaigns report, you may notice a bigger difference between Website Clicks (non-billable events) and Sessions than you see in other AdWords reports. TrueView video ads are more brand-focused than search ads and often generate as much non-direct traffic as they do direct website sessions. For this reason, we recommend looking at other conversion metrics in addition to Website Clicks and Sessions.
Prior to November 12, 2013, the Video Campaigns report displays only AdWords metrics; website data (such as Sessions and Goal Conversion Rate) shows as 0.
How to use the report
Select a metric group that matches your advertising goals
Use the Explorer tab to select which metric group you’d like to analyze. In addition to familiar metric groups—like Site Usage—you can select Website Clicks and Engagement.
If the main goal of your TrueView campaigns is to immediately drive traffic to your website with a strong call-to-action in your video ad, you may be most interested in the Website Clicks metric group. Website Clicks contains cost and revenue data, including metrics like Paid Views, Website Clicks, and RPV (revenue-per-view).
Use the Engagement metric group if your main advertising goal is to create brand awareness. This metric group shows you how users engaged with your different TrueView campaigns. For example, look at the Video Played to 100% metric to see the percentage of users who watched your entire video.
Choose a dimension to analyze
By default, the report shows Campaign as the Primary Dimension. Switch to Ad Content or Video to view data for these dimensions. To further segment your data, you can also add a Secondary Dimension, such as Device Category.
Sort the table by your most important metric
Click a column header to sort the data in the table by the metric that’s most important to you. For example, if you’re in the default view of the Website Clicks metric group, click the ROAS column header to sort your campaigns by Return on Ad Spend.
Improve your performance
Consider optimizing any campaigns, ad groups, or ads that are underperforming according to your advertising goals. For tips on optimizing your video campaigns, read this article. You may also want to consider investing more in high performing campaigns.